Driven by Family: The Northrich Automotive Evolution

October 4, 2024

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Read time: 3 min

About Northrich Automotive

Northrich Automotive, founded in 1995 by Alex Gotsdiner, started as a family-owned auto repair shop in Richardson, TX. A first-generation immigrant, Alex's determination to achieve the American dream after immigrating to the United States from the Soviet Union led him to entrepreneurship.

Over the years, Northrich has evolved from a basic service shop to a comprehensive automotive care center, tackling both repairs and collisions. The shop has become a trusted name in the automotive industry, achieving over 415 Google Reviews and maintaining an average of 4.8 stars.

The shop’s success has not been without its fair share of obstacles. In 2018, it was clear that Alex needed help growing the business and decided to seek the help of his two children to bring a fresh perspective. That’s when his daughter and son stepped in.


The challenge

Alex’s daughter, Rochelle Gotsdiner, never planned to run an auto shop. With a background in medical sales, she spent years refining her skills in a completely different industry. However, when her family's business, Northrich Automotive, needed fresh minds to help elevate the business, Rochelle stepped in.

“I left my career in medical sales at 25 and decided I was gonna run an auto shop... not because of my love for cars or anything but truly just for my family,"

This pivotal decision marked the beginning of a journey characterized by resilience, innovation, and transformation.

Stepping into an industry she knew little about, Rochelle approached the auto shop with a fresh set of eyes and a critical mindset. While helping with the shop’s marketing, her first major task was diagnosing the operational inefficiencies that plagued Northrich Automotive while her brother took on the role of CFO. It was clear her team needed a modern solution to an outdated process that was holding the business back.

Her lack of industry experience became her strength, allowing her to question long-standing practices and push for innovative solutions.

The Solution


Rochelle’s search for a transformative shop management solution led her to Tekmetric. The shop had been on Master Repair for most of the business’s lifetime, but briefly transitioned to RO Writer. Ultimately, it was clear that those solutions came short.

“We were coming from a system that was slow, researching history and technician notes were not good…and customer support was awful.  I got tired of having these issues that no one on their team could figure out. Tekmetric was the opposite.”

What sold her on Tekmetric were its key features and the flexibility it offered:

  • Cloud-Based Technology: Tekmetric operates entirely in the cloud, which eliminated the need for costly servers and allowed the team at Northrich to access the system from anywhere, enhancing flexibility and responsiveness.
  • Digital Vehicle Inspections: The software allowed for digital inspections that customers could view in real-time, increasing transparency and trust between the shop and its customers.
  • Comprehensive Reporting Tools: Tekmetric provided detailed reports that helped Rochelle and her team make informed decisions based on accurate data.

Additionally, Tekmetric's month-to-month contract option stood out, offering Northrich Automotive the flexibility to adapt without the pressure of long-term commitments. This was crucial for Rochelle, who wasn’t looking to be locked into a lengthy contract that might not serve the shop's evolving needs.

The Results

The shop aims to provide transparent pricing, detailed service estimates, and digital vehicle inspection reports to keep customers informed about their vehicle's condition and recommended services. Thanks to this mindset, the results have brought some impressive changes, proving how effective Rochelle's strategic decisions were and how powerful the right tools can be.

  • More Cars, More Often: The number of cars coming through Northrich’s doors jumped by 20%. This boost reflects not just more customers, but also a more efficient operation.
  • Stellar Reviews: Thanks to Rochelle's sharp focus on ensuring every customer leaves happy through a seamless shop experience,  online reviews have soared. Her shop sits at over 415 reviews at an average of 4.8 stars. 
  • Smarter Workflows: Tekmetric revamped how things get done at the shop, making every process from check-in to checkout smoother and more customer-friendly. This upgrade has paved the way for Rochelle to bring on more hands to keep up with demand.
  • Clear Insights: With Tekmetric, Rochelle gained a clear picture of the shop’s numbers. She found out that 54% of customers were one-timers, shifting her strategy to turn more first-timers into regulars.
  • Freedom and Financials: The cloud-based system freed up about 30% of Rochelle’s time, allowing her to manage things without being tied to the shop floor. This change helped push revenues over the $1 million mark and ensured they hit their profit goals for each job.
"Give the team the right tools, trust them, and then just watch the numbers. They tell the real story. With Tekmetric, we see everything we need to keep getting better."


Northrich Automotive is not just a business; it's a story of perseverance, adaptation, and the seamless transition of leadership from one generation to the next.

As Northrich Automotive thrives under the father-daughter duo stewardship, the Gotsdiner family remains committed to steering the company toward even greater success. With their unwavering determination, innovative spirits, and profound respect for family tradition, they embody the essence of Northrich Automotive's enduring legacy.

"I would 100% recommend Tekmetric. Their customer service is always there for us, and the quality of the software gives me peace of mind. It's a game-changer."

1995

Year Established

2020

Using Tekmetric Since

Average Repair Order ($)

Average Car Count

Number of Employees

13

Number of Bays

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In 2019 Will Rivera returned to his family business, CarTech Auto Center, determined to modernize the five-location operation his father had started in 1986.

“I came in with expectations of using my experience at PwC and being able to plug in new processes and operations, which I had already seen in other industries that have been tested and proven. I quickly learned that auto shop reality is completely different.”

At the time, the company was two years from having to close its doors. Will needed a system that could tighten processes across every bay, motivate technicians, and give him real-time visibility, store by store.

Challenge

“We were losing a lot of money in the small stuff that our old system couldn’t track.”
Street view of auto repair shop

CarTech Auto Center’s legacy software couldn’t keep pace with a multi-location business:

  • No holistic view of the five shops meant Will had to log into each store separately to see sales or inventory.
  • Inefficient quoting and invoicing slowed staff, capping daily car count.
  • Manual parts sourcing required juggling supplier websites.
  • Limited technician tracking blocked the performance-pay plan needed to recruit top talent.
  • No automated reminders left revenue on the table for deferred work and maintenance follow-ups.

Solution

“Tekmetric is the best shop management solution in the industry right now—if you know how to use it, it’ll make you a lot of money.”
Two technicians working on a car battery

CarTech was able to unlock rapid, multi-shop growth:

  • Organization Oversight: One dashboard for every location provides real-time KPIs, easy inventory transfers, and cross-shop scheduling when a store fills up, giving Will total control of five shops in a single view.
  • Faster Quoting: Five-minute digital quotes & invoices, complete with photos, video, and text messaging, cut front-counter time in half and doubled daily car throughout.
  • Time Tracking: Built-in billable-hour tracking enabled a tiered commission plan that “made techs’ pockets fatter and they worked harder,” driving productivity and staff retention.
  • Streamlined Parts Ordering: Quick parts ordering via integrated supplier catalogs eliminates browser-tab juggling and speeds parts arrival.
  • Partnership: In response to feedback from CarTech and other multi-location users, Tekmetric enhanced its inventory transfer feature to better support multi-shop workflows.

Results

“If Tekmetric grows, I grow, because they reinvest in the product and they listen when multi-shop owners need something.”
Technician diagnosing an engine

In just nine months with Tekmetric, CarTech’s five shops grew monthly revenue 48%, from $155K to $230K, and the flagship store doubled sales. Digital quotes now take five minutes instead of ten, allowing the team to move 20+ cars a day without requiring extra staff. Real-time billable-hour tracking allows techs to earn well over the industry standard, making hiring and retention easier.

What’s Next

“We’re expanding, not selling. Tekmetric will scale with us—store by store, bay by bay."
Multiple bays in an auto repair shop

Will plans to:

  • Standardize all five shops on Tekmetric, pushing monthly revenue to $270–$280K.
  • Open a sixth shop and a joint-venture location in the continental US.

Learn directly from Will on how to improve your shop's operations in our upcoming webinar on June 19th @ 2pm ET! Register Here.

Tomi Oliva, owner of SJ Automotive in Chicago, took over his family's auto repair business in 2016 and has transformed it into a thriving shop. He faced typical challenges for many shops, including inefficient workflows, difficulties in tracking key metrics, and the need for better customer communication. Tomi recognized the need for change and embraced Tekmetric, a decision that led to dramatic results.

Challenge

“I started noticing that my shop management system was really, really bad.”

SJ Automotive relied on a cumbersome system that slowed operations and hindered growth, resulting in:

  • Time-consuming quote generation
  • Difficulties in tracking technician productivity
  • Limited visibility into shop performance metrics
  • Slower customer communication

Solution

Tomi chose Tekmetric for its ability to provide real-time data, streamline shop operations, and enhance customer communication. The platform automated processes, improved financial tracking, and facilitated a transparent repair process.

Results

Auto workers in a repair shop

Doubling Car Count and Revenue

"Tekmetric is a tool in my tool bag that's helped me become profitable.”

Tomi has driven significant growth across key metrics at SJ Automotive:

  • Revenue: Monthly revenue has doubled, growing from ~$20–25K to ~$40–50K.
  • Average Repair Order (ARO): Increased by approximately $200 per vehicle.
  • Efficiency: Estimate creation time reduced from 40 minutes to about 10 minutes.
  • Car Count: SJ Automotive’s car count has doubled since switching to Tekmetric. 

Data-Driven Decision Making

"I didn't even know some of these metrics before, and now they're in front of my face every time I open it."

With Tekmetric’s real-time reporting and data insights, Tomi now has a clear view of key metrics like technician hours, employee productivity, and profitability. This visibility helps identify areas for improvement and optimize overall performance. In addition, integration with SEO tools enables SJ Automotive to track marketing ROI and fine-tune campaigns for greater effectiveness.

Improved Customer Communication

"I really love the ease of communication and authorization."

SJ Automotive has improved their customer communication by streamlining estimate and authorization processes. As a result, estimates, approvals, and payments happen faster, creating a more efficient and transparent repair process and improving overall customer satisfaction.

What’s Next

Tomi is focused on continued growth. SJ Automotive's future goals include doubling their car count, opening another location, and implementing new growth strategies.

For nearly a decade, Tony Perez, owner of Euro Car Doctors in Orange County, California, has been committed to delivering premium auto care. But as business grew, outdated software made it harder to keep up, and customers started to feel the impact. 

Challenge

"We'd have 10 appointments for the day, and by 11 a.m., only two quotes were out. We still had eight to go.”

Tony’s team was bogged down by:

  • Estimates that took 4-5 hours to complete
  • Inefficient workflows between techs and service writers
  • A backlog of appointments that led to delays and customer frustrations 

Solution

“We needed something that could keep up with our intake and let us grow without being bottlenecked.”

Tony knew his customers deserved better - faster service, clearer communication, and less time waiting. After exploring his options, he chose Tekmetric for its ability to streamline operations and deliver a more efficient, transparent experience from check-in to estimate.

Learn about Euro Car Doctors' customer experience:

Results

Car at a bay in a repair shop and technician working on the trunk

Increased Efficiency and Productivity:

Creating estimates now takes less than 90 minutes, down from 4–5 hours. That means more vehicles in the shop and more satisfied customers driving away.

Increase in Average Repair Order (ARO):

Faster quoting and comprehensive digital vehicle inspections means customers see everything their car needs right away. The result? An increase in average repair order to $900 and more confident decisions from customers. 

"Our numbers were through the roof because I was able to quote more items on those tickets that the car needed."  

Improved Customer Satisfaction:

Each customer receives a detailed quote informing them about the services needed and associated costs, empowering them to make confident decisions. Transparent, timely communication has built trust with customers and it shows in the reviews with a 4.8 star rating on Google.

"We tell the customer what they need to hear, not what they want to hear. Everything we see gets quoted to be fully honest and transparent with our customers."  

Expansion to a Second Location:

Improved operations allowed Tony to open a second shop, without sacrificing quality.

“As we grow, we won’t open the next store until the last one runs on autopilot.”

What’s Next

Auto repair shop owner with a happy customer

Euro Car Doctors isn’t slowing down. As each shop reaches capacity, Tony plans to expand, driven by his commitment to delivering an exceptional customer experience, with Tekmetric helping power the growth behind the scenes.